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10 Tips to Get the Clicks

How to write online ads that generate results

This story appears in the November 2001 issue of Entrepreneurs Start-Ups magazine.

When envisioning an ad campaign for your business, the message you wish to convey needs to be consistent with the format, style and tone that are appropriate for the communication medium(s) you've chosen. This is especially true for the Web. The words you use to express your ad's message online-be it in a banner, a pop-up window, a button, an interstitial or a tower-will determine whether a user notices it or ignores it.

Before you begin jotting down ideas, however, you need to choose a specific objective for your campaign (see "Make It a Banner Year"). Once this is established, the following copywriting tips will help summarize, strengthen and sharpen your ad's message:

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